It is well known that fashion is a fast-changing industry - but how do concept stores and retailers keep up with those changes? Cambis Sharegh, owner and managing director of fashion store Pool in Munich, talks about Munich's special clientele and trade shows - and he also reveals his secret of success. Interview by Deliah Eckhardt

Pool is one of the most popular stores in Munich. How do you keep up with the fast-changing fashion industry? Has it become more difficult?
Pool is a multi-label-store, so we have all the freedom to change our path if we want to. It’s important to stay in motion and to always search for something new, because that’s what customers expect. You really have to keep up with the changes. Everything has become more difficult in the fashion industry, one crisis after another - but that’s the challenge that keeps us young.

Additionally, one has to consider the economic situation of one’s customers and how people are thinking. When sanctions were imposed against Russia, it was only too logical that Russian customers would stay away, as well as our Chinese customers stayed away after the crash of the stock exchange.

What about Munich’s special clientele?

Munich is being prejudged quite often - there are so many clichés. There is a countermovement which is convinced that fashion also has to be understood as understatement – and that’s what we represent, too. On the other hand it’s beyond question that Munich is anything but a poor place.

Are there any big trends at the moment?
I don’t think there is one major trend. Fashion means many different worlds, and that’s what we represent. Actually, that’s the good thing about fashion. Of course there are products that are quite popular, for example the MCM backpacks or Givenchy. It’s all about Street Luxury.

How do you feel about trade shows? Which ones do you visit yourself?

Unfortunately, Berlin used to be important, but it’s not useful anymore - we are missing the internationality. In addition, it is necessary to finally find an adequate date which doesn’t conflict with other important exhibitions and events. We are still visiting the trade shows in Berlin, out of solidarity I would say. On the contrary, Paris is indispensable, as well as Milano and New York.